Sales & Marketing Isn’t Enough: Now what?
“Alignment”
What we’ve all said…
3 keys to alignment•Agreement on terms•Service Level Agreement (SLA)•Closed loop reporting
What we’ve all said…
Marketing SalesAgree on Terms
• Suspect – Unqualified lead in database with no engagement• MQL – Verified lead meets IPP and responded to offer (lead score
>X)• SRL – Sales qualifies and rejects lead• PBM - Sales qualifies and sends lead back to marketing• SAL - Sales qualifies and accepts lead• SQL – SAL converts into a qualified sales opportunity
SLA • Sales needs # MQL’s/mo• X% of MQL’s > SAL
• Follow up on MQL’s within X time• Disposition w/reason codes x, y, z
Reporting • Daily/Monthy MQL report• Lead quality report
• Win/loss report• Disqual/Pass-back reason report
Why “Alignment” Isn’t Enough
• Fits Ideal Prospect Profile• Downloaded white paper (lead
score >x) • Wants to impress boss with best
practices• Always looking for ways to improve• No decision authority, no budget
• Followed up within 2 hours• Called, left VM, sent email,
repeat…• Eventually made contact • Qualified and coded PBM
Reason: “Researching topic XYZ”
MQL Sales Rep
[Webinar] How to Boost Conversions by 878%
Lead Warming Explained
Cold LeadsNo lead score, no digital activity
MQL 3Email ‘opens’ but no clicks; web visits but no forms
MQL 2Email clicks-thrus; web form content conversions
MQL 1Significant content engagement over time
18,000 Ideal Prospect P
rofile
[Webinar] How to Boost Conversions by 878%
Lead Warming Explained
% Leads converted•Suspects = 0.6%•MQL 3 = 0.7%•MQL 2 = 1.9%•MQL 1 = 5.3%
2.8X
Why “Alignment” Isn’t Enough
2,400 MQL’s neededx 5 dials/MQL= 12,000 Dials÷ 100 dials/day
= 120 days
($1M Quota) / (ASP $50,000) = 20 deals to make quota
20 Deals / (25% win rate) = 80 SQL’s needed 80 SQL’s needed
x 50% Marketing sourced÷ 30% SAL>SQL
= 120 SAL’s needed÷ 5% MQL>SAL
= 2,400 MQL’s needed
Why “Alignment” Isn’t Enough
• MQL’s are not sales-ready…yet!
• Sales reps are trained to find and qualify ‘sales-ready’ leads
• Out of alignment (with reality)…• Early stage buyers get
frustrated with ‘sales’ messaging
• Sales gets frustrated calling leads who aren’t sales-ready
• You can’t talk to MQL the same as a sales-ready SQL
New paradigm, new rolesSales and Marketing
Baseball 2.0 > Sales 2.0
New paradigm, new rolesIts time for Sales 2.0
New paradigm, new rolesIts time for Sales 2.0
New paradigm, new rolesSpend budget further up the funnel
New paradigm, new rolesSpend budget further up the funnel
Content
Content
Content
The new kpi’sSales and Marketing
The New (Old) KPI’s
Metric Measure
# = Quantity Explicit number of records in the funnel stage
% = Quality The percent of records that convert from one stage to the next is dependent on…•Quality of the creative•Quality of the lead itself
Days = Velocity The speed at which a lead moves through the process
$ = Value Based on sales, the value of a record at each stage
The New (Old) KPI’s
# Records % Conversion
# Days $ Value
Suspect271,006 2.75%
18 $4.32
MQL7,448 4.47%
23 $157.26
SAL333 27.03%
14 $3,517.33
SQL90 37.78%
7 $13,014.11
Wins34
$34,449.12
$1,171,270.00
Analytics
The New (Old) KPI’s
Funnel Entry Point
Email PPC SEO Social Media
Suspect208,470 2.40% 26,730 3.80% 33,502 4.10% 2,304 1.60%
$3.07 66 days $3.23 1 day $12.27 5 days $7.97 1 day
MQL5,003 4.70% 1,017 0.90% 1,368 6.10% 60 8.30%
$128.01 27 days $84.96 21 days $299.16 25 days $498.00 20 days
SAL235 26.20% 9 33.30% 84 27.00% 5 40.00%
$2,723.71
6 days $9,439.72 19 days$4,904.3
1 12 days $6,000.00 18 days
SQL62 36.40% 3 66.70% 23 38.20% 2 50.00%
$10,395.84
6 days $28,347.50 7 days$18,164.
10 9 days $15,000.00 7 days
Wins22 Wins 2 Wins 9 Wins 1 Win
$28,560.00 $42,500.00 $47,550.00 $30,000.00
$628,320.00 $85,000.00 $427,950.00 $30,000.00
Who OWNS the New (Old) KPI’s
Marketing
Sales
Key Take Aways
• “Alignment” is important…• Agreement on terms• Service Level Agreement (SLA)• Closed loop reporting
• But it’s not enough…• MQL’s are not sales-ready…yet!• Sales 2.0 calls for a middle-reliever (BDR)
• Overlap Sales & Marketing KPI’s
Q&A
